Biglaw

This Is The Most Dominant Biglaw Brand In The World (2018)

This firm takes no prisoners.

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Baker McKenzie is the most dominant global brand in all of Biglaw. It shouldn’t be a surprise — Baker McKenzie has repeatedly topped the list of the best Biglaw brands, according to Acritas’s Global Brand Index. They’ve held the top spot every single year since the Index was created in 2010, but this year, they extended their margin of victory, with a Brand Index that more than doubles that of the second place firm.

The Brand Index is created through “1,074 interviews with respondents, in $1 billion+ revenue organizations across the world, who have senior responsibility for buying legal services.” So, based on the opinions of the people who actually pick the law firm, which firms make it to the Top 10?

1. Baker McKenzie Brand Strength: 100
2. DLA Piper Brand Strength: 48
3. Clifford Chance Brand Strength: 45
4. Jones Day Brand Strength: 37
4. Norton Rose Fulbright Brand Strength: 37
6. Hogan Lovells Brand Strength: 36
7. Allen & Overy Brand Strength: 34
8. Freshfields Brand Strength: 33
8. Linklaters Brand Strength: 33
10. Dentons Brand Strength: 29

According to Acritas CEO Lisa Hart Shepherd, firms that topped the list provide creative solutions to their clients’ complex problems:

“The legal industry is fixated on distinguishing work delivered by lawyers and non-lawyers, but in reality, clients just want effective solutions to their broad portfolio of legal work,” she said.

Another notable aspect of this year’s list include a rising performance by Jones Day. The firm’s U.S. brand rose to the top of the heap this year — stealing the spot from Skadden — and wins the prize for Most Improved, as reported by Law.com:

Jones Day has the most improved brand in this year’s survey. Having placed ninth last year, it is now the fourth-strongest legal brand globally—an impressive international showing for a firm that has almost two-thirds of its lawyers based within the U.S., according to The American Lawyer’s recently published Global 100 survey.

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I guess being the law firm of choice to the President of the United States — even if he is a wildly unpopular president — is good for a brand.

Congratulations to all the brands, erm, firms on the list.

headshotKathryn Rubino is an editor at Above the Law. AtL tipsters are the best, so please connect with her. Feel free to email her with any tips, questions, or comments and follow her on Twitter (@Kathryn1).

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